The UAVs from the action camera maker will reportedly be multirotor helicopters designed to carry a high-definition camera. GoPro aims to price the drones from $500 to $1,000—less than half the price at the low end of the popular and easy-to-fly $1,300 DJI Phantom 2.

The drone news comes about six months after the GoPro IPO in June. One of our big questions is that the company makes almost all its money from selling cameras that cost upwards of $400. With new stockholders to please, is moving into the growing consumer drone market an attempt to diversify GoPro’s offerings or to turn the action cam behemoth into the dominant force of the aerial photography industry?

We’re already big fans of the company’s cameras, including the new Hero 4. Whether GoPro can successfully break into the consumer drone market currently dominated by DJI and Parrot remains to be seen.

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